1. A Statistical and GIS Approach to Analyzing a Museum’s Customer Base
Joseph B. Harris and Catherine Chen
Department of Geosciences, East Tennessee State University
Abstract
Methods and Data
Correlation analyses at tract level show that when the geographic distance from the museum increases, the number of visitors decreases (Fig. 3a), and when the number of children below 18 years old increases, the number of visitors increases (Fig. 3b). However, the correlation between visitors and median house value is weak (Fig. 3c). In the regression model, these variables explain 45% of the variance (Fig. 3d)
This study aims to investigate the customer base of a natural science museum located in northeast Tennessee. By using a Geographic Information System (GIS), spatial location of patrons was visualized in maps to examine the museum's trade area. Census demographic information was collected and integrated with spatial data in GIS. Statistical analyses were performed to investigate the impact of geography and socio-demographic factors. Results show that geographic distance plays an important role in understanding the spatial pattern of museum patrons, and that the museum tends to attract more costumers from neighborhoods with a concentration of school-age population.
Data came from 2011 visitor logs of the museum, which included the zip code of the lead visitor and the number of all the visitors.
First, GIS was used to geocode the location of each customer by their zip code. Information was then summarized at state level and visualized in maps.
Second, geographic distance from each patron to the museum was calculated in GIS.
Third, census demographic information at tract level was collected and integrated into GIS. Two major factors were considered: population under 18 years old and median house value.
Finally, statistical analyses were performed to examine whether the patronage to the museum is related to distance, age factor, and income. It was expected that there are fewer patrons when distance increases from the museum, places with a high concentration of young children will send more visitors to the museum, and affluent people are more likely to visit the museum. a b c d
Introduction
Museums are an essential facet of American culture as they educate children, provide valuable information of our past, and protect important pieces of our history. It is essential that museums succeed in their marketing practices to attract enough customers, so that the current and future generations may enjoy all these benefits. Literature in market analysis suggests that, as well as socio-demographic variables, there is a strong distance decay factor in terms of customers’ patronage to a retail or tourist site (Miller, 2008; Lee and Law, 2012). Focusing on a natural science museum, this project utilizes a GIS system to investigate the spatial pattern of the museum’s customers. Detailed research questions include: 1) where does the museum attract its customers, 2) whether patronage declines with increasing distance from the museum, 3) whether age plays a factor, and 4) whether income is an important aspect for people to make a decision to visit a museum that charges an entrance fee. Results from this study will help the museum to identify potential customers and develop a marketing strategy that improves the patronage to the site.
Results
In the year 2011, 3,598 people visited the museum, most of whom came from Tennessee and Virginia (Fig. 1). Approximately 52% of patrons were from the Tri Cities area (Fig. 2). Of these, 54.8% lived within 15 miles of the museum.
Fig 3: Correlation and regression analysis
Conclusion
This project utilized GIS and statistics to examine the spatial distribution of customer base of a natural science museum and the underlying socio-economic and geographic factors. It was found that there is a strong spatial concentration pattern of the museum’s customers and most of the patrons are local. A strong distance decay effect was found and when it is further away from the museum, there are fewer visitors. When age is considered, the museum is more likely to attract young adults. No strong correlation was found with the median house value. Based on these results, we suggest that the museum consider having more advertising along highways, where people have easier access to transportation, and around K-12 schools.
Fig. 1: Spatial distribution of museum patrons
Fig. 2: Customers around Tri-Cities
Major references
Lee, H., Law, R Diversity in statistical research techniques: an analysis of referred research articles in the journal of travel and tourism marketing between 1992 and Journal of Travel and Tourism Marketing 28 (1), 1-17
Miller, F., Using a GIS in market analysis for a tourism-dependent retailer in the Pocono Mountains. Journal of Travel and Tourism Marketing 25 (3),